BEVERAGE PACKAGING DESIGN The concept of the TAKARA wine branding is based on the traditional Japanese story “The Tale of The Princess Kaguya”. The story is about a girl from the moon, born in a bamboo stalk. She is a very beautiful girl, so many people want to marry her, and the requirement is to bring treasures which are a jade branch, an angel’s cape, and a dragon pearl. The product is a wine gift box that comes with Japanese flavored rice wine. The overall packaging represents a treasure to give to others as a gesture of respect. The flavors of the rice wine are bamboo, sugarcane, and licorice. The concept names of each product are derived from the treasures in the original tale so that this gift box becomes an admirer’s offering.

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